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Mobile Entertainment Services

Mobile Entertainment Services is a comprehensive report analysing the evolution of music, games and television for mobile devices.

This strategic research report from Berg Insight provides you with 140 pages of unique business intelligence and expert commentary on which to base your business decisions.

This report will allow you to understand:

Users – how are they consuming mobile entertainment today and in the future?Music – how can the mobile industry benefit from the ongoing digital revolution in the music industry?Gaming – will the mobile handset become a major gaming platform?Television – what does it take to deliver an attractive user-experience on mobile handsets?Strategies – how should mobile operators and other industry players position themselves in entertainment?

This report answers the following questions:

What will be the future role for mobile handsets in the entertainment industry?How will digital music be consumed by mobile users?Will mobile handsets become a significant gaming platform?What are the main challenges facing prospective providers of mobile TV?Which are the most successful business models and strategies for mobile entertainment?What impact will the demand for entertainment services have on the future mobile infrastructure?What lessons can be learned from the most advanced markets in Asia-Pacific?

Who should but this report?

Mobile Entertainment Services is the foremost source of information about the status, future trends and technology developments on this market. Whether you are a telecom vendor, telecom operator, broadcaster, investor, consultant or application developer, you will gain valuable insights from our in-depth research.

Berg Insight says finding the right revenue models will be critical for mobile entertainment

According to a new research report from the analyst firm Berg Insight, the prospects for the mobile entertainment industry look bright for the coming decade. “All the prerequisites for the mobile phone to move beyond voice services on a large scale are finally in place, and the users are ready”, said Sabine Ehlers, Associate Analyst, Berg Insight. “The challenge now facing providers of mobile entertainment services is to adapt their products to the mobile medium.” She adds that the mobile phone is not a terminal which encourages aimless browsing and exploring. Therefore the first challenge facing content producers is to ensure that their products are easy to find and sold through channels which the consumers feel confident using, traditionally operator portals or branded stores.

A key issue still to be resolved is however to find appropriate business models for mobile entertainment. Berg Insight recommends content providers to explore new price models, such as pay-per-session and subscriptions, to create more dependable revenue streams. To begin with operators are advised to offer differently sized subscriptions of minutes or bytes, and then increasingly bundle these with services such as TV and music, as a way to retain customers and to maintain revenue per subscriber. To reach the majority of users who are not yet willing to pay for mobile services, Berg Insight also recommends exploring applications as vehicles for advertising, as well as contents sold bundled with other digital goods or even physical products.

All the prerequisites for the mobile phone to move beyond voice services on a large scale are finally in place, and the users are ready. The challenge now facing providers of mobile entertainment services is to adapt their products to the mobile medium. The mobile phone is not a terminal which encourages aimless browsing and exploring. The first challenge facing content producers is to ensure that their products are easy to find and sold through channels which the consumers feel confident using, traditionally operator portals or branded stores.

Berg Insight believes that platform and terminal specific stores will increase in popularity with publishers and consumers alike as they minimize the technical challenges for developers and assures good quality for the user. A decisive factor will be usability, notably advanced search functions, but also features such as user recommendations. Choosing the correct partner, and to some extent platform, will be crucial. It is a tough sale to charge consumers for content over mobile which is often available for free on the PC, but it is not impossible. User surveys show that there is a willingness to pay reasonable fees among a large part of the user base, and that there is room in the household entertainment budget for mobile contents. Berg Insight recommends content providers to explore new price models, such as pay-per-session and subscriptions, to create more dependable revenue streams. This report contains numerous examples of how this can be done for different types of contents.

We believe that as streaming and connectedness become more prevalent as content concepts, business models based on sales of access rather than sales of downloadable products will increase. It is likely that the content industry’s economic model will gradually be approaching that of the mobile industry’s, defining results in terms of average revenue per user rather than one-time sales.

To reach the majority of users who are not yet willing to pay for mobile services, Berg Insight recommends exploring applications as vehicles for advertising, as well as contents sold bundled with other digital goods or even physical products. Surveys show that young and Berg Insight believes that platform and terminal specific stores will increase in popularity with publishers and consumers alike as they minimize the technical challenges for developers and assures good quality for the user. A decisive factor will be usability, notably advanced search functions, but also features such as user recommendations. Choosing the correct partner, and to some extent platform, will be crucial. It is a tough sale to charge consumers for content over mobile which is often available for free on the PC, but it is not impossible. User surveys show that there is a willingness to pay reasonable fees among a large part of the user base, and that there is room in the household entertainment budget for mobile contents. Berg Insight recommends content providers to explore new price models, such as pay-per-session and subscriptions, to create more dependable revenue streams. This report contains numerous examples of how this can be done for different types of contents.

We believe that as streaming and connectedness become more prevalent as content concepts, business models based on sales of access rather than sales of downloadable products will increase. It is likely that the content industry’s economic model will gradually be approaching that of the mobile industry’s, defining results in terms of average revenue per user rather than one-time sales.

To reach the majority of users who are not yet willing to pay for mobile services, Berg Insight recommends exploring applications as vehicles for advertising, as well as contents sold bundled with other digital goods or even physical products. Surveys show that young and frequent mobile users have large and fluid social networks with which they stay in constant contact. In developed markets, mobile users are a sub-group of computer users, who expect to be seen and heard, and who enjoy creating, influencing and sharing contents. Successful mobile services across the board and the globe enable and encourage networking, communication, interactivity and creativity. Berg Insight strongly recommends not only content producers to already early in the design work reflect on how these features can be incorporated in their products, but that also portal and shop managers do the same.

Complementing the mobile activity with a fixed base allows for richer features and higher customer loyalty. For a content provider coming from the fixed side on the other hand, the mobile presence should be a well-designed and integrated branch of the overall strategy. The mobile phone as an entertainment terminal features a number of unique characteristics: it is highly personal, always connected and knows where it is. All these are properties that can be incorporated to craft highly creative and original applications, as exemplified in this report.

One of the main challenges will be to find motivating factors for operators to get involved. Volume-based subscriptions are today a stumbling block for usage, and proliferation of flatfee contracts are a critical success factor for mobile data services to take off. Fixed rates are a catalyst to make the existing online activities such as e-mail, search, instant messaging, electronic commerce and current Internet trends such as blogging and social networking expand into the mobile arena. A capped monthly fee is also the requisite to encourage offportal browsing. Fixed fees however also remove one of the key incitements for network owners to promote these types of services as they put higher pressure on the networks without generating more revenue. Berg Insight recommends that operators begin by offering differently sized subscriptions of minutes or bytes, and then increasingly bundle these with services such as TV and music, as a way to retain customers and to maintain revenue per subscriber.

Mobile players, especially operators, need to embrace the idea that everyone stands to win from an enticing and comprehensive mobile ecosystem, and should at this stage of establishment and expansion focus on figuring out how they can fit in and contribute rather than how to stifle competition. This report looks at challenges as well as strategies for successfully overcoming them specifically for music, TV and video services as well as games.

Sabine Ehlers is a Senior Analyst and Consultant with a Masters degree from Chalmers University of Technology. She has 20 years experience from working in the international IT and Telecom industry. She has worked 8 years in the Far East and was until 2004 Science and Technology Attaché at the Swedish Embassy in Tokyo. Sabine is also a frequent speaker at conferences.